More than 18,400 people in the Champlain Local Health Integration Network (LHIN) have dementia. This number is expected to increase to 24,000 in the next five years. With the rising prevalence of dementia, the Alzheimer Society of Ottawa and Renfrew County (ASORC) wanted a campaign to increase awareness, understanding, acceptance, and support of dementia, as well as improve the quality of life for persons living with dementia.
As part of a three-year marketing plan with ASORC, our team developed the educational microsite Rethink Dementia. This resource (available in English and French) hosts information for people with dementia, caregivers, healthcare professionals, and the general public. Since the microsite’s launch, our client has expanded the campaign’s theme of “Rethink Dementia” to Twitter and Facebook profiles, and an interactive quiz, which we designed and implemented. Paid media to promote the microsite and quiz focused on digital marketing: banner ads, Facebook ads, Yahoo! ads and search ads. The microsite was also promoted offline through earned media including community newspapers.
Our advertising campaigns have been effective in promoting ASORC’s resources, in particular the September–January 2015/16 campaign, which drove 88% of website visits during its term and showed impressive click-through-rates on Facebook (3.67% vs. 2.36% benchmark) and banner ads (0.39% vs. 0.18% benchmark). As of April 2016, the Rethink Dementia quiz has been completed more than 34,000 times and has increased the amount of time spent on-site from 3:49 (min/sec) to 14:12.